{"id":58027,"date":"2024-07-18T03:03:21","date_gmt":"2024-07-18T01:03:21","guid":{"rendered":"https:\/\/housesmarketplace.com\/the-biggest-reverse-mortgage-marketing-moves-from-the-first-half-of-2024\/"},"modified":"2024-07-18T03:03:21","modified_gmt":"2024-07-18T01:03:21","slug":"the-biggest-reverse-mortgage-marketing-moves-from-the-first-half-of-2024","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/the-biggest-reverse-mortgage-marketing-moves-from-the-first-half-of-2024\/","title":{"rendered":"\u041a\u0440\u0443\u043f\u043d\u0435\u0439\u0448\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0439 \u0445\u043e\u0434 \u043e\u0431\u0440\u0430\u0442\u043d\u043e\u0439 \u0438\u043f\u043e\u0442\u0435\u043a\u0438 \u0441 \u043f\u0435\u0440\u0432\u043e\u0439 \u043f\u043e\u043b\u043e\u0432\u0438\u043d\u044b 2024 \u0433\u043e\u0434\u0430"},"content":{"rendered":"
\n

Reverse mortgage marketing<\/a> can be an exacting process. Due to ongoing reputational challenges stemming from years (and loans) past, lenders have to consider the ways they can effectively recontextualize the product for some clients while broadening its appeal, compensating for misconceptions and acknowledging current realities around things like interest rates, retirement savings levels and access to equity.<\/p>\n

While the performance metrics for the reverse mortgage industry so far this year have not been anywhere near record-breaking, this also breeds ambition for participants to focus on ways they can renew their messaging about the product. So far this year, two lenders have made eye-opening moves in their approaches to reverse mortgage messaging.<\/p>\n

Finance of America brand consolidation<\/h2>\n<\/p>\n

When Finance of America<\/strong><\/a> announced its intention to acquire<\/a> then-industry leader American Advisors Group<\/strong><\/a> (AAG), the reverse mortgage industry initially reacted with cautious optimism. AAG had been a longtime leader not just in terms of the volume it was pulling in but also in the messaging of the industry through the employment of celebrity spokesman Tom Selleck.<\/p>\n<\/p>\n

While this year has come with its own challenges for the current industry leader, one way the combined entity will be moving forward is by consolidating its two core brands \u2014 Finance of America Reverse<\/strong><\/a> (FAR) and AAG \u2014 under the singular Finance of America umbrella<\/a>.<\/p>\n

\"Chris
Chris Moschner<\/figcaption><\/figure>\n

\u201cAmericans are changing the way they think about and plan for retirement right in front of our eyes,\u201d said Chris Moschner, FOA\u2019s chief marketing officer. \u201cToday, more of our customers find that their savings simply aren\u2019t sufficient to maintain their quality of life as they age. A unified Finance of America brand means we can take a more active and focused role in this broader retirement conversation and demonstrate how home equity can positively impact people\u2019s lives.\u201d<\/p>\n<\/p>\n

Reverse mortgage industry participants explained in the past that AAG\u2019s marketing apparatus was a big boon for the industry overall, even if an originator or other professional wasn\u2019t directly affiliated with the company. <\/p>\n<\/p>\n

Kristen Sieffert, who ascended to the role of FOA president upon the completion of the acquisition, previously explained for HousingWire<\/strong>\u2019s Reverse Mortgage Daily (RMD) that these marketing assets \u2014 and the services of Selleck \u2014 were an important element<\/a> of the acquisition. And FOA is interested in carrying the baton formerly held by AAG.<\/p>\n<\/p>\n

\u201cOur primary aim is to educate \u2014 to help reverse mortgages and our full suite of home equity solutions become a bigger part of the retirement conversation and ultimately the choice for many more homeowners in America,\u201d Moschner said.<\/p>\n<\/p>\n

NAF: Telling new stories with \u2018Old Wives\u2019<\/h2>\n<\/p>\n

Novelty is also a vehicle of value when it comes to bringing new reverse mortgage prospects into the fold, and that\u2019s what New American Funding<\/strong><\/a> (NAF) sought to do with the creation of a new initiative called \u201cOld Wives<\/a>.\u201d<\/p>\n<\/p>\n

There\u2019s a lot to be said for the effectiveness of marketing campaigns and approaches that have worked for long periods of time, but trying to find new and novel ways to expand the understanding of the product category also has value. <\/p>\n<\/p>\n

Kevin Thomson, the company\u2019s vice president and executive creative director who designed the campaign, was trying to find a way to create new connections with \u201cOld Wives.\u201c<\/p>\n

A sample for the \"Old Wives\" reverse mortgage campaign from New American Funding.
A sample for the \u201cOld Wives\u201d reverse mortgage campaign from New American Funding.<\/figcaption><\/figure>\n

\u201cAfter speaking with the NAF reverse team and looking at the marketing landscape, it became clear we needed to shake things up,\u201d Thomson told RMD in May. \u201cWe wanted to speak to this audience in a way that felt fresh and unique, but also echo their own point of view on aging.\u201d<\/p>\n<\/p>\n

Myths and preconceptions, he said, are commonplace about the reverse mortgage product. Leaning into the idea of \u201cold wives\u2019 tales\u201d helped to provide a starting point from which to develop the campaign further.<\/p>\n<\/p>\n

The campaign also makes use of data showing that the product category is often explored by single women. Taking the path to show that a reverse mortgage can be a tool to empower single women is one of the reasons the campaign has taken the form that it has.<\/p>\n<\/p>\n

\u201cAs for the future of the campaign, I\u2019d love for this to potentially grow beyond the world of social and expand into new media,\u201d Thomson said.<\/p>\n<\/p>\n

In one respect, the campaign already has made an expansion into newer media by employing generative AI in the creation of its visual materials.<\/p>\n<\/p>\n

Later phases of the campaign are planned to take on a testimonial format with real \u201cold wives\u201d who can talk more about their experiences with the product in retirement. But NAF reverse mortgage leader Shannon Robinson previously explained that the company wanted to first roll out the concept as imagined by the creative team.<\/p>\n<\/p>\n

\u201cThis was the first campaign that we\u2019ve ever done where it\u2019s completely artificial intelligence,\u201d Robinson said. \u201c[The team] is going to bring them to life next in short videos that we\u2019ve already tested, and that will be the next release in the summer. You\u2019ll start to see these women talk through this and have some fun with the concepts.\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Reverse mortgage marketing can be an exacting process. Due to ongoing reputational challenges stemming from years (and loans) past, lenders have to consider the ways they can effectively recontextualize the product for some clients while broadening its appeal, compensating for misconceptions and acknowledging current realities around things like interest rates, retirement savings levels and access […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-58027","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nThe biggest reverse mortgage marketing moves from the first half of 2024 - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.trio-tv.com\/ru\/the-biggest-reverse-mortgage-marketing-moves-from-the-first-half-of-2024\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The biggest reverse mortgage marketing moves from the first half of 2024 - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"Reverse mortgage marketing can be an exacting process. 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